In this episode, we explore how to get the most bang for your buck when making videos.
Tracey Atkins from Goldeneye Media has produced some beautiful marketing videos for a range of iconic Australian and international properties, so I was keen to sit down with her and talk about how developers can harness the power of video to market and sell their projects.
I am a big believer in video and think it is a great way to connect with prospects and buyers to share the story of your project. And with the quality of cameras in smartphones these days it is easier than ever to produce some good quality video that can be quickly shared across a range of channels and social media platforms.
In this discussion with Tracey we talk about why video is a powerful way to share a story, what makes an irresistible video and things to consider if you are looking to produce some videos for your development project.
Tips for real estate developers
Tracey shared some awesome tips and ideas so you can either hire someone to make some videos for you, or things to consider if you are going to do it yourself.
Here’s three things I took out of our discussion:
1. Focus on emotion not function in property videos
This was a very good point that Tracey raised. I think it is easy to fall into the trap of focusing on function, and I see agents do this regularly, they highlight the number of bedrooms, bathrooms, car spaces or room layout. Instead, I think you are better off finding an idea that is different or the inspiration for the project and communicate that to prospects. Try and steer clear of the functional stuff, and answer those questions during a face to face sales presentation, and instead focus on what will delight buyers or future residents. Try and capture the mood or feeling people will have when they move into their new property, and this will give you a good place to start from. As this is what will make your video irresistible.
2. Go for production not perfection when making property development videos
Now Tracey produces some very beautiful videos with wonderful production values, but that is not necessary for every project. Consider your audience and what they would likely accept from your production values. I think it is better to go for production and not perfection. Get your phone out, shoot some video, whether it is site videos about how the construction is going, or interviewing the designer about the design intent of the building, or maybe just yourself explaining how the project is going. Getting content out there is a great way for prospects and buyers to get a feel for the project and start to develop a bond and trust with the development.
3. Tailor property development videos for the channel
I think you can stand out from the crowd by spending some time tailoring your videos for the channels or platforms you are going to show them on, as they are all slightly different with various frame sizes and audience habits. Whether it is Youtube, Facebook, Instagram, or others, try to create a video that suits the channel and the audience. And remember that mobile viewing is massive these days so give consideration to how your video may be viewed. And I would strongly suggest adding subtitles to videos so that people who may not have the sound turned on through their settings can still get a feel for what your video is about, as they scroll through their social media feeds.
If you enjoyed that chat about video, you may like to revisit a couple of past episodes about marketing. There was episode 8 with Ben Buxton, where we talked about how to dazzle and delight (http://propertydeveloperpodcast.com/2016/02/21/selling-out-your-property-development-project/), and episode 16 with visual artist Stan Zaslavsky covering the secrets of powerful visual imagery that helps sell off the plan property (http://propertydeveloperpodcast.com/2016/06/16/secrets-of-powerful-visual-imagery-that-helps-sell-off-the-plan-property/).
Goldeneye Media – https://www.goldeneyemedia.com.au